A question. So the DfT spent £2.7m developing a games site to promote road safety. How much did the TV ads of the 70s and 80s (which got progressively more high-concept, flashy, and shocking over time) typically cost? I have the impression that TV ad production is a pretty profitable and expensive business, and of course the air time itself doesn't come cheap - they often aired in the middle of prime time ITV series, in the days when literally everybody watched them.
This is a problem with government spending data, by the way; how do you answer "is this a lot or a little?", especially when historical comparisons are involved.